GOOGLE: PRIMER App
My team at Google began with a bold mission: Change the way the world learns and make education accessible to all. So we created Primer—a free mobile app with fun, 5-minute, jargon-free, interactive lessons that help anyone start their own business and quickly get up-to-speed on digital marketing.
I was a core member of the original team who concepted, built, and launched the MVP version of Primer and Primer 1.0, and then went on to oversee lesson creation, content strategy, and UX writing for updates and new releases of Primer. This included Primer's international expansion with launches in Canada, Australia, China, Vietnam, India, Indonesia, Brazil, and Spanish-speaking Latin America.
As the Group Creative & Content Lead, I also:
Defined and owned the distinctive Primer tone of voice and personality, brand positioning, and content strategy.
Managed Primer's content team, which included a content strategist and producer, junior and senior writers, and illustrators.
Provided creative direction for writers and designers.
Wrote 100+ lessons and oversaw the creation and launch of 220+ lessons (and counting).
Partnered with designers and product marketing managers to produce advertising and website concepts.
Ghostwrote articles and blog posts as part of Primer's content marketing strategy.
Assumed an editorial role for all articles, press releases, and online posts released by the Primer team.
THE APP
THE lessons
Humorous, jargon-free copy breaks down complex topics in an understandable and relatable way. Here, we explain A/B testing with a fun case study and a friendly, straightforward tone of voice:
Fun, engaging interactions help people learn by doing. This exercise introduces the concept of co-branding by having people tap into knowledge they already have:
And the end of every lesson has personalized next steps and a useful takeaway. In this lesson, people walk away with a personalized search ad or display ad:
